Asia Pacific

Situated in the tropics, Indonesia perpetually contends with the demand for home insecticides. This product category saw another upswing in 2023, and the positive trajectory is likely to continue. The surging cases of dengue fever in the country have…

In 2023, current value sales of home insecticides in Japan registered positive growth from the previous year; however, volume sales declined. The decline in volume sales can be attributed to the fading of COVID-19. The pandemic had much less of an…

As of August 2023, dengue cases were up 117% year-on-year, bringing the total cases to 73,680 from January to August 2023, compared with 39,769 cases in the same period in 2022. By September 2023, cases had risen to 88,672, with a massive surge in…

The surge in dengue cases, attributed to the increase in construction activities in Singapore, is likely to have been one factor supporting demand for home insecticides in 2023, and possibly future sales. As construction projects create conducive…

Home insecticides experienced a decline in volume sales in 2023, as demand for such products weakened, partly due to the perception that they use harsh chemicals. Despite this, South Korea witnessed an increase in mosquito populations, as there was…

In 2023 home insecticides maintained stable retail volume sales and displayed resilience in current value terms, driven by the strong need for protection from insects in the home. Consumers have been taking a more careful approach to dealing with…

Home insecticides saw dynamic retail volume and current value growth in 2023 – faster than all other years of the review period. Urbanisation has had a substantial impact on the demand for pest control products in the Philippines. As the country is…

Off-trade volume sales are lower than those in on-trade channels in juice, albeit still remaining positive. Consumers with large families (at least four persons per household) tend to prefer liquid concentrates over juice, seeing such as offering…

In 2023, retail value sales of laundry care in China saw moderate growth. Overall demand for new purchases has slowed down in the post-pandemic era, because stockpiling consumers need to consume laundry care products that they stocked up during the…

Laundry care witnessed relatively modest growth in 2023, attributed to the aftereffects of the COVID-19 pandemic, which led to a rise in the cost of raw materials. However, sales are picking up compared to recent years and the leading players in the…

Laundry care saw growth in retail current value terms in 2023. However, retail volume sales fell by an even larger amount than the drop seen in 2022. What pushed up value sales was price increases. Japan saw three decades with little growth in the…

Laundry care maintained retail volume and current value growth in 2023. Although other types of laundry detergents saw stronger increases in this year, powder detergents continued to account for the highest sales. Powder is a popular format of…

As inflation continued to impact Singapore's economy in 2023, resulting in rising prices of many goods and services, local consumers started to carefully consider their purchasing decisions. Laundry care sales, encompassing popular products such as…

Laundry care witnessed a stronger performance in retail volume and current value growth in 2023. Many products experienced price increases due to inflation, whilst the heightened levels of hygiene post-pandemic further accelerated the release of…

Laundry care saw a negligible retail volume decline in 2023, although growth continued in current value terms due to slight price rises and premiumisation. Liquid detergents saw healthy double-digit current value and volume growth in 2023, whilst…

Laundry care remained by far the largest home care category in value terms in 2023, accounting for more than a 63% share of overall sales. It also saw dynamic growth in both retail volume and current value terms in 2023, with growth across all…

Despite the anticipated recovery in commercial activities in 2023, following the easing of COVID-19-related restrictions in China, sales of polishes experienced another year of only moderate value growth, while volume sales declined. This was mainly…

Polishes is seeing rather sluggish and static growth, with little activity of note. That said, metal polish continues to grow from its relatively low base, registering a modest uptick in sales. It is noted that, in the post-pandemic landscape, as…

Floor polish is not a standard product for many younger households. It may have been used by older generations, but the custom of polishing the floor with wax products has not been passed down to the younger generations. First, it is very…

Overall polishes maintained growth in retail volume and current value terms in 2023, with increases seen across all categories. However, lifestyle and fashion trends continued to militate against the development of polishes. For instance, younger…

Value sales of shoe polish experienced a marginal increase in 2023, attributed in part to the occurrence of more military exercises in Singapore. This uptick can be linked to the specific needs and preferences within the military community, as well…

Shoe polish is the largest category in polishes and faced a weaker performance in 2023 following the strong rebound in sales during 2022. Demand for shoe polish rebounded strongly in 2022, as professionals returning to offices opted for formal attire…

Polishes exhibited a dual narrative of retail volume growth across most categories (except floor polish, which dragged down the overall growth rate), and intricate pricing adjustments. The growth rate for polish for columns in particular remained…

Demand for polishes tends to remain limited to wealthier urban households, many of whom employ maids to clean their homes, and are willing to invest in polishes to keep their homes clean and well-maintained. Continuing the trend from the previous…

RTD coffee is seeing fairly stable, albeit low, volume sales in both on-trade and off-trade terms. This is supported by the popularity of coffee in the country overall, with reports in mid-to-late 2023 citing Malaysia as ranked third in Asia Pacific…

Fountain sales and on-trade volume growth are supported in RTD tea, in part due to the expansion of hotels in Malaysia, such as the Hyatt Place Kuala Lumpur, INNSiDE by Meliá Kuala Lumpur, and Courtyard by Marriott Melaka. It has become the norm for…

Sales of soft drinks in Malaysia are generally benefitting from the rebound of tourism and foodservice in the post-pandemic landscape. For example, fountain sales are accelerating for carbonates and RTD tea, supported by the growth of hotels in the…

Volume sales in sports drinks are being suppressed by unit price hikes for a second consecutive year. Whilst the post-pandemic landscape supports sales of sports drinks in theory, the inflationary environment is creating challenges. Within this…

COVID-19 strengthened Chinese public hygiene awareness and drove surface care sales, with double-digit growth in retail sales value in 2022. In 2023, with the end of COVID-19 restrictions in China, surface care product growth slowed to a…

Surface care is maintaining decent value and volume growth, which is set to continue on a positive trajectory over the forecast period. Overall, sales in surface care are propelled by urbanisation and rising disposable incomes within this urban,…

Most categories within surface care saw declines in both retail volume and current value terms in 2023. The explanation for the drop in volume terms is simple – people began to spend more time outside the home. In May 2023, the Japanese government…

Home care disinfectants saw a retail volume decline in 2022, after the pandemic high. However, the habit of using such products remains, especially amongst many younger consumers, and those with children, and growth resumed in 2023. Consumers…

As life outside of the home resumes post-pandemic in Singapore, a discernible trend is emerging, with reduced emphasis on cleaning within households. This shift in cleaning practices is having a significant impact on volume sales of surface care,…

Surface care recorded double-digit current value growth in 2023, driven by two main factors. One significant contributor is the heightened emphasis on hygiene standards in the post-pandemic era. As individuals and businesses prioritise cleanliness…

The year 2023 witnessed a remarkable and positive surge in current value sales in surface care (excluding wipes – which did not have notable sales), surpassing the growth observed in 2022. This robust expansion can be attributed to two significant…

The pandemic raised public awareness regarding the significance of hygiene and sanitisation. Since the onset of the pandemic, many of the leading brands in surface care have increased their presence on social media in order to reach their intended…

While the COVID-19 pandemic has ceased to be prominent, as the Chinese government announced it would remove most pandemic-related restriction in late 2022, consumer awareness around keeping their homes safe and hygienic remains significant, leading…

Toilet care is a category enjoying strong and stable growth, supported by the ongoing urbanisation trends in Indonesia. As urban migration continues, more consumers are finding themselves in upgraded living conditions, residing in modern houses and…

A typical performance amongst home care categories in Japan in 2023 was that volume sales fell, whilst average unit prices increased, driving up value sales as a result. However, toilet care was a little different. The category saw significant…

Toilet care maintained solid retail volume and current value growth in 2023, although from a relatively low base. Many consumers, especially those with young children, remain in the habit of periodically cleaning the toilet. Even post-pandemic,…

The resumption of post-pandemic activities in Singapore has contributed to a flat performance by toilet care in retail volume terms. As individuals and communities transition towards a semblance of normalcy, there is a perceptible shift in consumer…

Since the COVID-19 pandemic, there has been a heightened awareness of hygiene among South Koreans, with a stronger dedication to household cleanliness and a more conscientious approach to toilet hygiene. This elevated interest has prompted the…

Toilet care presented an intriguing narrative in 2023, with the retail volume and current value growth rates experiencing an upward trajectory from the previous year. This growth, however, was juxtaposed against the nuanced dynamics of a niche…

Toilet care saw solid growth in 2023 in both retail volume and current value terms. Most consumers are aware of the importance of maintaining a clean and hygienic toilet to prevent the spread of germs, but also to limit unpleasant smells. Growth was…

Air care registered a marginal fall in constant value sales, as well as a fall in volume sales in 2023. With inflation still being high, especially earlier in the year, and continued economic uncertainty due to the war in nearby Ukraine, consumer…

Though air care in Kazakhstan saw rising value sales in 2023, volume sales were in decline. Spray/aerosol air fresheners continued to account for the largest share of volume sales in the overall category, while electric air fresheners showed the most…

The demand for air fresheners continued to rise in 2023. All significant categories saw strong retail volume growth rates, although candle, gel and liquid air fresheners remained negligible. Spray/aerosol and "other" air fresheners dominated demand,…

The evolution of modern, post-pandemic lifestyles, which included spending more time at home, led to an increase demand for air care in 2023. With a high proportion of consumers adopting hybrid working patterns, they were keen to use these products…

While bleach registered double-digit current value growth, constant value growth was minimal, as was volume growth. The increasing array of other effective cleaning products dampened volume sales of bleach. In addition, consumers are increasingly…

Bleach saw moderate sales growth in volume terms in 2023. Bleach has benefited from the country’s economic uncertainty and reduced disposable incomes, with local consumers viewing it as an inexpensive and reliable disinfectant despite its pungent…